A society in which "essential truth" can be the marketing slogan of a shampoo and "real feeling" is identified with "real chocolate" is a society in deep ethical crisis, substituting hollow symbolic "brand values" for deep human values.
A society in which marketers honestly believe that brands have "souls" has already sold its soul - and wants nothing more than to trade yours for its commodities.
The contradictions of the market economy exposed by Marx have now been shored up by a culture of marketing in which all deep human values themselves have been turned into commodities.
"Deep Socialism" is a Marxist manifesto for the 21st century - a radical critique, not only of the capitalist market economy but of the cynical and ethically corrupting culture of capitalist consumer marketing.
It extends Marx's profound analysis of economic value to ethical values, showing how the modern corporation, far from "valuing" people, actually devalues the real individual qualities of its employees - whilst at the same time relying on them as a source of surplus value and profit.
| ISBN | 1904519024 | | DEWEY edition | DC21 | | ISBN13 | 9781904519027
(What's this?) | | Pages | 103 | | Publisher | New Gnosis Publications | | Published in | Ruislip | | Imprint | New Gnosis Publications | | Height (mm) | 222 | | Format | Paperback | | Width (mm) | 141 | | Publication date | 02 Jun 2003 | | Academic level | General, Undergraduate, Postgraduate, Professional / Scholarly | | DEWEY | 335.43 | |
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Part 1 From Equality to Quality of Life: A New Communist Manifesto?; Economic and Ethical Value Exploitation; From Equality of Labour to Quality of Work; Quality, Time and Value; Negative Quality, Time and Value; Health and the Exploitation of Negative Value; Negative Value and Deep Costs; Work, Jobs and Deep Employment; Educational Value Exploitation; Marx for Managers;The Symbolic Democracy of Capitalism; Currencies, Languages and the National "Ethos". Part 2 Moral Education or Relational Learning?: Individuality and the Market in Values; The Dialectical Principle of Simference; The Fetishism of Moral Phraseology; Values, Genes and Multiculturalism; Dialogical Listening and "Communication"; Psychoanalysis and the Myth of the Talking Cure; Moral Education versus Relational Learning. Part 3 Principles and Praxis of Socialist Political Education: Relational Learning and Dialogical Ethics; Deep Listening; Deep Speaking; Socialist Political Education and Organisation; Deep Socialism - A Manifesto of Aims; Postscript: Capitalism, Counselling and Class; The Matrix of Value Fulfilment; The Dialectics of Value(s) - a concise summary. Appendix: Deep Management?.
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